Kumar, Pradeep and Vrontis, Demetris and Pallonetto, Fabiano (2024) Cognitive engagement with AI‐enabled technologies and value creation in healthcare. Journal of Consumer Behaviour, 23 (2). pp. 389-404. ISSN 1472-0817

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Abstract

Despite the potential for artificial intelligence (AI)-enabled technologies in healthcare, their benefits are limited owing to the numerous challenges of cognitive engagement. This research paper explores the factors of “cognitive engagement with AI-enabled technologies” and its impact on the customers' benefits and value creation. A mixed-method study was utilized in the Indian health-care setup where AI-based technology is developing. The qualitative findings shed light on the factors of cognitive engagement with AI-enabled technologies. Grounded on the theories of customer benefit, an integrative framework of customer-perceived financial, experiential, psychological, and functional benefits, alongside perceived instrumental and terminal values, was developed. The quantitative findings of PLS-SEM explain the dynamics of the patients' cognitive engagement with AI-enabled technologies. The results enrich a more nuanced understanding of how the patient benefits of AI applications have different impacts on perceived value. The study concludes with theoretical and practical implications.

Item Type:	Article
Keywords:	Cognitive engagement; AI-enabled technologies; value creation; healthcare;
Academic Unit:	Faculty of Science and Engineering > Research Institutes > Hamilton Institute Faculty of Social Sciences > Research Institutes > Innovation Value Institute, IVI Faculty of Social Sciences > School of Business
Item ID:	18922
Identification Number:	https://doi.org/10.1002/cb.2196
Depositing User:	Fabiano Pallonetto
Date Deposited:	24 Sep 2024 13:04
Journal or Publication Title:	Journal of Consumer Behaviour
Publisher:	Wiley
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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